Chapter

Customer Expectations of Service

Meaning and Types of Service Expectations Factors that Influence Customer Expectations of Service Issues Involving Customer Service Expectations

Objectives for Customer Expectations of Service

Recognize that customers hold different types of expectations for service performance. Discuss the sources of customer expectations of service, including those that are controllable and uncontrollable by marketers. Acknowledge that the types and sources of expectations are similar for end consumers and business customers, for pure service and product-related service, for experienced customers and inexperienced customers. Delineate the most important current issues surrounding customer expectations.

Possible Levels of Customer Expectations

Dual Customer Expectation Levels

Desired Service

Adequate Service

The Zone of Tolerance

Desired Service

Zone of Tolerance

Adequate Service

Zones of Tolerance for Different Service Dimensions

Desired Service

Level of Expectation

Zone of Tolerance
Adequate Service

Desired Service

Zone of Tolerance
Adequate Service

Reliability

Tangibles

Source: L. L. Berry, A. Parasuraman, and V. A. Zeithaml, Ten Lessons for Improving Service Quality, Marketing Science Institute, Report No. 93-104 (May 1993).

Factors That Influence Desired Service

Lasting Service Intensifiers

Desired Service

Personal Needs

Zone of Tolerance Adequate Service

Factors That Influence Adequate Service

Temporary Service Intensifiers

Desired Service
Perceived Service Alternatives

Zone of Tolerance Adequate Service

Predicted Service

Self-Perceived Service Role

Situational Factors

Factors That Influence Desired and Predicted Service

Explicit Service Promises Implicit Service Promises Word-of-Mouth

Desired Service Zone of Tolerance Adequate Service

Past Experience

Predicted Service

Frequently Asked Questions About Customer Expectations

What does a service marketer do if customer expectations are unrealistic? Should a company try to delight the customer? How does a company exceed customer service expectations? Do customer service expectations continually escalate? How does a service company stay ahead of competition in meeting customer expectations?